NOVA Entertainment has partnered with Crust for a unique Red Room celebrating ARIA week, in a specially curated space, featuring electronic duo Peking Duk, for Nova’s Red Room: ARIA Edition, Powered by Crust on Thursday 17 November.
Nova’s Red Room brand provides fans with a money can’t buy experience with the world’s biggest artists, and has the flexibility of being able to be held at any time and location, anywhere in the world. With Crust’s focus on providing a unique experience for this Red Room, Nova secured a blank canvas, The Red Box, allowing the warehouse space to be specially curated for this event with Peking Duk and featuring a range of unique experiences for fans on the night.
Kate Day, NOVA entertainment’s national commercial strategy director said, “Nova’s Red Room has been designed to have great flexibility from both an artist and a client perspective. We are always looking at new ways to innovate and push the boundaries in order to provide our listeners and clients with a unique experience every time.”
Fans can only win access to Nova’s Red Room: ARIA Edition, Powered by Crust through the Nova Network and via Crust’s exclusive competition running until 13 November.
Crust general manager Renee North said the brand isn’t new to innovation when it comes to their menu, and they are excited to bring an Australian first to market off the menu too.
“Crust is well known for making pizzas with unique ingredients and never seen before flavour combinations, and our passion for innovation is often reflected in the way we talk to our savvy and culturally curious fans,” she said.
“We’re excited to be partnering with Peking Duk to share their sounds with Australia through a first to market interactive street campaign, and look forward to seeing music lovers share their unique tracks on social media.”
The campaign which has been conceptualised by 3rdspace and is being supported with innovative, cutting edge and strategic content, outdoor media, radio and marketing collateral that has been designed to create high engagement in social and out of home channels.
3rdspace Founder and Ideas Director, Rob Logan says, “We’re proud of a how a content oriented strategy is going to resonate across all forms of media in innovative ways. We wanted to ensure that every element was #outofthebox.”
From an original concept by content agency 3rdspace, the campaign will be promoted through interactive audio posters using Australian first technology, and will feature exclusive sounds released by Peking Duk, on ‘playable’ street posters, JCDecaux Citylights and StreetTalk posters.
The posters are embedded with capacitive touch technology that allows passers-by to literally remix music created by Peking Duk on a pizza shaped DJ deck.
“In a JCDecaux first, the printed posters themselves are interactive,” said Alan Klein, Head of Creative Solutions, JCDecaux. “It’s been exciting to see our posters come to life using technology that definitely takes them ‘out of the box’.”